Brand Communication Challenges in Getting Young Customer Engagement
نویسندگان
چکیده
منابع مشابه
Brand Engagement and Brand Loyalty
Marketers value and seek brand loyalty. Consequently, they have developed a variety of strategies to encourage both behavioral (repeat purchase) and attitudinal (emotional) loyalty among customers. A recent concept has emerged related to the latter goal: brand engagement. Although marketers give a variety of definitions for brand engagement, the essential concept is an emotional attachment to a...
متن کاملBrand Engagement and Brand Loyalty
Marketers value and seek brand loyalty. Consequently, they have developed a variety of strategies to encourage both behavioral (repeat purchase) and attitudinal (emotional) loyalty among customers. A recent concept has emerged related to the latter goal: brand engagement. Although marketers give a variety of definitions for brand engagement, the essential concept is an emotional attachment to a...
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Firms sometimes try to “poach” the current customers of their competitors by offering them special inducements to switch. We analyze duopoly poaching under both short-term and long-term contracts in two polar cases: either each consumer’s brand preferences are constant from one period to the next, or preferences are independent over time. With fixed preferences, poaching induces socially ineffi...
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The purpose of this study is to evaluate the relationships among brand experience, brand personality, and customer experiential value. Understanding these relationships is helpful to managers in their assessment of the level of appeal that will influence target consumers’ perception of brand personality, as well as their brand experience. An empirical survey conducted with 270 real consumers in...
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ژورنال
عنوان ژورنال: Procedia Economics and Finance
سال: 2014
ISSN: 2212-5671
DOI: 10.1016/s2212-5671(14)00833-8